Content is king when it comes to marketing and the real estate sector is no different. Too often we see the same old tired marketing from agents, thinking that the properties that they sell define their brand.
To a certain extent, yes, they do. But your agency should also have a brand personality of its own, this is what will draw clients to you instead of the other agent down the road.
Creative content is an outlet where you can generate and promote your brand identity. But not all content is created equal.
Consistently creating high-quality, engaging and trustworthy content is an excellent way to increase repeat property sales. The key is having original content that not only improves your conversions and makes your brand more visible online, but also establishes your position as a reliable authority in the property industry.
The end game here is consistent engagement which will in turn help build relationships between you and your current, and future, clients.
It all comes down to thinking about creative content not just as a pure marketing method to reach a wide audience and draw new customers in – which it certainly should be doing. But you also want to ensure you’re using your content to build your brand’s credibility.
This all takes good planning and some thoughtfulness about what kind of content you’re producing when you’re releasing it, and a good dose of incorporating your own mission and vision into your marketing plan.
Sound complicated? Let’s break it down together.
What is creative content?
Firstly, let’s make sure we’re on the same page when we’re talking about “creative” content.
Creative content is basically a fancy way of saying that you’re not just working off a boring, formulaic algorithm when it comes to your content marketing. It aims to provide immersive, relatable experiences that are highly tailored towards your target audience. These experiences can then be integrated into social posts.
The key here is understanding your audience and the problems that they are trying to solve. From here you can then open the door to offering them some new and interesting ways to solve these problems.
Forbes provides some great examples of how this looks in a real-life scenario. But ultimately you want to be thinking about really drilling down into the psyche of your ideal client. Where are they at socially, financially, and emotionally and what do they need from you at each stage of their buying or selling journey?
If you can answer these questions, you’ve already got the beginnings of some great, meaningful content.
If you were to reflect on some of your previous content, what would it tell you?
If it’s all looking a bit same same, your top-performing content piece was back in 2020, and you’re stuck in a creative rut, it’s probably time to start rethinking your strategy. And believe us, you do need and want a strategy in place!
Planning out what key messages you want to get across to your clients will allow you to stay more focused on your customers’ needs. This planned, customer-centric view will enable you to personalise your content in ways that will set your brand apart from the others and create maximum appeal to your audience.
How does creative content encourage repeat sales?
If you were to reframe the way you think about your content as less marketing and more of an ongoing conversation with your buyers, vendors and investors, how would you want to portray yourself?
In the real estate world, reliability and trustworthiness are two words that definitely come to mind.
This is where you can really broaden your horizons well beyond the stereotypical “look at this amazing listing I’m selling” type of posts.
If people know you’re a real estate agent, they know you sell property, but what else can you offer them?
There are different types of content you can produce as a “value add” to your clients. Think about hot topics in your area and ways that you can help your clients navigate them – buying tips, neighbourhood guides, maintenance tips, community engagement and agent spotlights. It’s a pretty long list and they’re all things that set you, and your agency apart as experts in your field.
Another great way to structure your content to encourage repeat sales is by utilising something called user-generated content (UGC).
UGC is an amazing tool to make your followers feel like a community that is genuinely involved in your agency’s brand.
We’ve mentioned this stat before but potential customers are 2.4 times more likely to trust UGC versus content you’ve created by yourself. This is because it’s coming from people who have a genuine experience with your brand and can therefore act as spokespeople to aid in strengthening your credibility.
It also has a flow-on effect of making your existing customers feel valued by offering them a platform to engage with you, and fellow customers, which often equates to a strong feeling of brand loyalty.
How storytelling can help you develop creative content that generates repeat sales
Everyone loves a good story and content creation is most definitely a field that appreciates a great yarn. In fact, it’s one of the most effective tools for achieving a genuine connection with your audience.
Because property has such a human element to it, utilising storytelling in your marketing initiatives allows your audience to feel more connected to the content you’re producing. It makes your content more authentic and therefore less likely to set off that icky sell-factor feeling that tends to drive viewers away.
Forbes came up with their list of content that they believed real estate marketers should all be using, and they’re pretty spot on – you just need to add a good story and they make for great content!
- Educational content: Real estate is something that many people feel very lost with. So find some great client experiences and work them into posts. For example, perhaps you had a client who wanted to buy their first investment property but didn’t know where to start. Talk through their journey and how you aided them on it to a successful outcome.
- Branded content: This is your chance to stand out in the crowd. Think of it as your story as an agent or agency. Give your audience some insight into what you stand for and why and you’re on a sure path to viewers feeling more connected with you and your brand
- Email newsletters: Email marketing can be a great way to further target your audience in a more personal way. This isn’t something they’re just scrolling past that caught their eye, this is directly in their inbox. If you can further tailor your email lists into different client categories, this gives the opportunity to deliver materials that really matter to each group and adds to a feeling of personalisation for the client.
Repeat property sales are often a marked sign of how successful a real estate agency is and creative content is an essential tool to help your agency achieve this goal. By ensuring your marketing initiatives are engaging and unique, you are ideally positioned to captivate your target audience for long enough to be able to build a relationship with them.
If you’re feeling a bit lost, or not sure where to begin, reach out to us now and let’s see how we can work together in developing creative content that will generate more sales for your property brand.